Anheuser-Busch to Unveil a New Beer at the Super Bowl

Budweiser is aiming Black Crown at a younger generation

Beer giant Anheuser-Busch InBev (NYSE:BUD) will be promoting its newest beer during this year’s Super Bowl.

The ad will feature Budweiser Black Crown, the firm’s latest creation, which goes on sale nationally in two weeks, USA Today reports. The new beer was created by a team of brewmasters working for Anheuser-Busch during 2012. It was selected from six finalists to go into national distribution.

Anheuser-Busch hopes that the new beverage, developed to be more flavorful and have a higher alcohol content, will appeal to a younger generation. The marketing will attempt to promote it as a trend-setter among 21- to 34-year-old beer drinkers.

At last year’s Super Bowl, Anheuser-Busch also debuted a new brew, Bud Light Platinum. The company feels that the game, with its anticipated 110 million viewers, is the right time to bring new products into the public’s awareness.

The ad will feature a brewmaster saluting a group of beer drinkers and raising a toast to the new beer. Anheuser-Busch officials are still deciding how many times to show the ad during pro football’s championship showdown.